Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Strategic Experiential Branding David Vinjamuri July 2008
What We Will Cover <ul><li>Building customer experience </li></ul><ul><ul><li>Brand experience building exercise </li></ul...
What is Experiential Branding? <ul><li>Engaging experiences created by marketers for your brand </li></ul><ul><ul><ul><li>...
Building Customer Experiences
Questions <ul><li>How do I build branded experiences for my customers? </li></ul><ul><li>How does brand engagement transla...
Goal of Experiential Branding?    INCREASE BRAND EQUITY
What is Brand Equity?
Questions <ul><li>Reduced Marketing Costs </li></ul><ul><li>Trade Leverage  </li></ul><ul><li>Attracting New Customers </l...
Brand Equity: McDonalds
Brand  Attributes PRODUCT  ATTRIBUTES FUNCTIONAL  BENEFITS EMOTIONAL BENEFITS PERSONALITY ICONS
1. Product Attributes <ul><li>Quick Serve </li></ul><ul><li>Consistent </li></ul><ul><li>Eat-in / Take-out </li></ul><ul><...
2. Functional Benefits <ul><li>Save time </li></ul><ul><li>Satisfy hunger and thirst </li></ul><ul><li>Whole family can en...
3. Emotional Benefits <ul><li>No hassles </li></ul><ul><li>No surprises </li></ul><ul><li>Safe haven </li></ul><ul><li>Tre...
4. Personality / Values <ul><li>Happy </li></ul><ul><li>Kid-Friendly </li></ul><ul><li>Family-oriented </li></ul><ul><li>S...
5. Icons <ul><li>Golden arches </li></ul><ul><li>Red and Yellow colors </li></ul><ul><li>Ronald McDonald </li></ul><ul><li...
Case Study:  Red Bull
<ul><li>“ The thin color is unappetizing” </li></ul><ul><li>“ It tastes sticky in my mouth” </li></ul><ul><li>“ Totally di...
<ul><li>“ Totally unappetizing … sticky .. disgusting … No other new product has ever failed this convincingly”  </li></ul...
<ul><li>Dietrich Mateschitz founds company 1984 </li></ul><ul><li>Bad research results </li></ul><ul><li>Huge disputes wit...
<ul><li>Launches in Austria in 1987 </li></ul><ul><li>8x the price of Coke </li></ul><ul><li>Positioned as a ‘cool’ stimul...
<ul><li>“ It took five years to gain permission for export into Germany, Red Bull’s second market… Initially, Munich becam...
<ul><li>German moms united after Red Bull launched there in 1992 to get it banned again … </li></ul><ul><li>  </li></ul><u...
<ul><li>“ Here is a non-alcoholic product about as caffeinated as a cup of coffee – that’s managed to acquire a reputation...
<ul><li>The taste becomes a selling point. </li></ul><ul><li>It tastes so strong – it must be working. </li></ul><ul><li>R...
<ul><li>Lots of sampling at the ‘right places’ </li></ul>German Marketing
<ul><li>“ Flugtag” – German Flying Day  </li></ul>German Marketing
<ul><li>60 aspiring DJ’s invited to Music Academy </li></ul>German Marketing
<ul><li>Bartenders created the ‘Stoli Bully’  </li></ul>German Marketing =
<ul><li>Every employee has to be an enthusiast </li></ul><ul><li>Every vendor is a believer </li></ul><ul><li>Don’t waste ...
The  Red Bull  Rules Out of Reach Logos for All Merchandising Don’t Pay Them Pay for Celebs Celebrities High Quality Limit...
<ul><li>Focus on Building Brand Enthusiasts as Partners: </li></ul><ul><ul><li>Bar staff </li></ul></ul><ul><ul><li>Cab dr...
<ul><li>Used exclusivity as a weapon </li></ul><ul><ul><li>On-premise sales followed sampling </li></ul></ul><ul><ul><li>L...
<ul><li>Launched Red Bull in Austria in 1987 </li></ul><ul><li>Expanded to Germany in 1992 </li></ul><ul><li>Sold in 100 C...
5 Lessons from   Red Bull <ul><li>Size is a by-product of success, not success itself </li></ul><ul><li>Build enthusiasts,...
Consistency <ul><li>Evaluate your brand </li></ul><ul><ul><ul><li>Expert Brand </li></ul></ul></ul><ul><ul><ul><li>Insider...
Measuring the Benefits of Branded Experiences <ul><li>Top of mind unaided brand awareness </li></ul><ul><li>NPV (Net Prese...
Case Study:  American Express http://www.askmrcreditcard.com/americanexpressnyccard.html http://www.pollingcompany.com/cms...
Case Study:  The Range Rover Experience Cost  of  Experience Customer  Fee Increase  in  Purchase  Interest Increase  in  ...
Case Study:  The Magic Kingdom <ul><li>Created by a movie studio </li></ul><ul><li>Very early Brand Experience (1957) </li...
Case Study:  Sony Style <ul><li>How do I showcase innovation? </li></ul><ul><li>How do I get consumers to see my whole lin...
Brand Manager Tips <ul><li>Think small first – don’t set yourself up for failure </li></ul><ul><li>Consider psychographic ...
<ul><li>Team up in groups of 4 </li></ul><ul><li>Pick an Asian  / Global Brand  </li></ul><ul><li>Okay to use a brand you ...
The Branded Lifestyle
<ul><li>How can we increase consumer involvement with our brands? </li></ul><ul><li>How can I extend brand awareness past ...
<ul><li>How can you bring your brand to other parts of your customer’s life? </li></ul><ul><li>Where will your brandy equi...
<ul><li>Martha Stewart </li></ul><ul><ul><li>American icon </li></ul></ul><ul><ul><li>Domestic expert </li></ul></ul><ul><...
<ul><li>Bulgari  </li></ul><ul><ul><li>Jewelry </li></ul></ul><ul><ul><li>Fashionable </li></ul></ul><ul><ul><li>Elegant <...
<ul><li>Ikea </li></ul><ul><ul><li>Better living by saving money </li></ul></ul><ul><ul><li>Sensible design = Scandinavian...
<ul><li>Disney </li></ul><ul><ul><li>Kid-focused </li></ul></ul><ul><ul><li>Family-friendly </li></ul></ul><ul><ul><li>Tra...
Building Experiences with  Five Senses
<ul><li>Much of today’s branding relies overwhelmingly on   SIGHT   </li></ul><ul><li>Opportunities: </li></ul><ul><ul><ul...
Sensory Utilization Credit: Millward Brown 63.8 Coca-Cola 13 65.0 Absolut Vodka 12 67.5 Nike 11 68.8 Harley-Davidson 10 70...
Sensory Potential Credit: Millward Brown 35.0 Nescafe 13 33.8 Barbie 12 33.8 Philips 11 33.8 Microsoft 10 32.5 Kleenex 9 3...
<ul><li>1973 – Singapore Girl </li></ul><ul><ul><li>Uniform </li></ul></ul><ul><ul><li>Make-up </li></ul></ul><ul><ul><li>...
Five-Dimensional Brand Model  SMELL TOUCH SIGHT SOUND TASTE SINGAPORE  AIRLINES
Five-Dimensional Brand Model  SMELL TOUCH SIGHT SOUND TASTE COLGATE
Five-Dimensional Brand Model  SMELL TOUCH SIGHT SOUND TASTE INTEL
The Sensory Brand Pyramid <ul><li>Stimulate:  Create interest or anticipation with senses – the smell of warm bread, the  ...
<ul><li>Digital Video Recorder </li></ul><ul><li>Strong competition </li></ul><ul><li>Strong loyalty </li></ul><ul><li>Use...
<ul><li>What is  new car smell ? </li></ul><ul><li>Every new Mercedes smells the same </li></ul><ul><li>The smell is paten...
<ul><li>Does your brand leverage the maximum number of senses for your industry? </li></ul>Sensory Audit 3 FMGG Financial ...
Customer Engagement in  Brand Experience
<ul><li>1990s </li></ul><ul><li>Subculture of Barbie-loving adults starts running Barbie Fashion Shows </li></ul><ul><li>A...
<ul><li>Early Target: </li></ul><ul><li>Internet junkies </li></ul><ul><li>Horror finatics </li></ul><ul><li>Film buffs </...
Case Study : The Blair Witch Project <ul><li>Comic book, CD, and book released </li></ul><ul><li>Limited distribution crea...
<ul><li>H.O.G.s </li></ul><ul><li>400,000 members in 1,000 chapters </li></ul><ul><li>Assisted, not controlled by Harley <...
<ul><li>2005 – Sprint contacts 1000 influential bloggers </li></ul><ul><li>Offers them phones and free service for 6 month...
Brand Loyalty Ladder <ul><li>Brand “Recruitment Process” to gain  loyal and involved  consumers. </li></ul>Adoption Trial ...
<ul><li>Mindstorm is toy with computer controller </li></ul><ul><li>Targeted at teen boys  </li></ul><ul><li>Has adult gee...
A Brand to Last Forever
<ul><li>Groups of 4 </li></ul><ul><li>Pick an Asian  / Global Brand (can be yours) </li></ul><ul><li>Design a brand commun...
Technology  in  Experimental Marketing
<ul><li>Changes in how consumers interact with brands on the internet </li></ul><ul><li>Online – co-creation and co-market...
Internet Penetration by Access Technology Source: eMarketer
Visitors to MySpace by Age Source: comScore Media Metrix, via eMarketer AGES MYSPACE VISITORS TOTAL INTERNET 12-17 11.9% 9...
Consumers and Brands  Online
Consumers are taking control
…  but what does it actually mean?
Co-Creation is a business
Co-Creation has risks
Rules of the Road for Co-Creation <ul><li>Don’t risk it for brands with high negatives </li></ul><ul><li>Don’t try to sque...
The Real Co-Creation
The Real Co-Creation
Online Communities
What is a community?
What does a community do? TRADE COOPERATE SOCIALIZE PROTECT What other functions?
Why Basic Economic Theory Kills Community Mobility of Labor These are the top 50 fastest-growing markets in the U.S., rank...
Why Online Communities Exist SHARED INTEREST TRADE THINGS NEED FOR INFORMATION FIND A PARTNER
Why Do Some Communities Succeed and Others Fail?
Other Lessons For Communities <ul><li>Ability to coexist with neighbors </li></ul><ul><li>Understanding and use of limited...
Other Lessons For Communities <ul><li>Meet mutual needs </li></ul><ul><li>Provide security </li></ul><ul><li>Coexist with ...
Types of Online Communities
The Clique <ul><li>Small  </li></ul><ul><li>Exclusive </li></ul><ul><li>Anti-Establishment </li></ul>
The Network <ul><li>Large </li></ul><ul><li>Move information quickly </li></ul><ul><li>Loose Affiliation </li></ul>
The Cult <ul><li>Rituals </li></ul><ul><li>Belief system </li></ul><ul><li>Levels of Access </li></ul>Q: Do you belong to ...
The Nation <ul><li>Egalitarian </li></ul><ul><li>Sovereign </li></ul><ul><li>Driven by a cause </li></ul>
Exercise  <ul><li>Divide up by computers - 1 instruction card per person </li></ul><ul><li>Go to this URL:  www.handcraft....
Roles of an Online Community Talking Energizing Embracing Support Listening
Listening <ul><li>Community become online research </li></ul><ul><li>Qualitative and quantitative  </li></ul><ul><li>Allow...
Talking <ul><li>Active discussions around your product </li></ul><ul><li>Initiation of “non-converts” </li></ul><ul><li>Cr...
Energizing <ul><li>Get members to stimulate word of mouth </li></ul><ul><li>Seek member creativity </li></ul><ul><li>Build...
Support <ul><li>Help customers get answers </li></ul><ul><li>Allow customers to help each other  </li></ul>
Embracing  <ul><li>Bringing consumers in at the next level  </li></ul><ul><li>Co-design </li></ul><ul><li>Joint-planning <...
Starting an Online Community
Key Steps: Community Building  <ul><li>Agree of measures of progress </li></ul><ul><ul><li>Should be deeper than just memb...
Hidden Costs of a Community  <ul><li>Advertising and “kick start” </li></ul><ul><li>Ongoing content creation </li></ul><ul...
Tips for growing online communities <ul><li>Start provocative conversations </li></ul><ul><li>Monitor and stay engaged </l...
A Case Study:  Brooklyn Museum <ul><li>Situation: 2006 </li></ul><ul><ul><li>Brooklyn Museum needs to attract and retain m...
Thoughts on Online Communities <ul><li>Community First, Marketing Second </li></ul><ul><li>Don’t underestimate ongoing mai...
Online Customization
The Old Paradigm is WWW <ul><li>Comprehensive </li></ul><ul><li>Brilliant </li></ul><ul><li>Exhausting!! </li></ul>
New Paradigm - My Web
RSS Pulls Content To ME
Exercise: Create iGoogle, My Yahoo Page <ul><li>Divide into groups (1 group per computer) </li></ul><ul><li>Go to  www.my....
Widgets Customize My Desktop
I use IM for work …
The Brand Adoption Model Adoption Trial Reconsideration Retrial Discovery Recommendation/ Raving Fan
Engaging Employees  in  Delivering the  Brand Promise
<ul><li>They know your brand best </li></ul><ul><li>They are invested </li></ul><ul><li>Their opinion can greatly damage y...
<ul><li>They know your brand best </li></ul><ul><li>They are invested </li></ul><ul><li>Their opinion can greatly damage y...
<ul><li>Early News </li></ul><ul><li>Discounts </li></ul><ul><li>Tell-a-friend bonuses </li></ul><ul><li>Exclusive access ...
<ul><li>New Tagline in 1998? – “The Best Cancer Care Anywhere” </li></ul><ul><li>Promise failed  </li></ul><ul><li>Meaning...
<ul><li>Train them in Brand Positioning  </li></ul><ul><li>Entrust them with positioning statement </li></ul><ul><li>Use p...
<ul><li>Focus on behavior, not attitude </li></ul><ul><li>Describe specific examples </li></ul><ul><li>Illustrate the nega...
<ul><li>Groups of 4 </li></ul><ul><li>Design an employee marketing program </li></ul><ul><li>Explain employee benefits and...
Six Brand Lessons  from Entrepreneurs
 
X X X
 
What is an  Accidental Brand?
X <ul><li>Must be started by someone with no formal marketing training </li></ul>
2. Must solve their own problem
3. Brands 10+ years old
 
 
 
 
 
Six Lessons from Accidental Brands
Do Sweat  the Small Stuff #1
Memory:   20 GB  20 GB  Songs:    ~ 4500  ~4500 iPod  Second Generation July 2002 Creative  NOMAD Jukebox Zen June 2002 ht...
 
 
Pick a Fight #2
 
 
 
Be Your Own  Customer #3
 
 
 
Am I being polite? Did I offer to carry her bags?
I’m not giving him my bags. Do I have to tip him?
Did I greet the customer with his name? Do we have his loyalty program number?
Did I do something wrong? Why isn’t she making eye contact?
 
 
http://www.columbia.com/tv_ads/tv_ads.aspx
Be Unnaturally  Persistent #4
 
Time to $100 Million in Revenue 22 years 21 years 10 years 8 years 4 years
Build a Myth #5
Μύθος (míthos)   - Mythos *  From  μυθολογέω  &quot;I tell tales,&quot;  μυθολόγος  &quot;legend,&quot;  μῦθος  &quot;stor...
 
 
Be Faithful #6
David Vinjamuri [email_address] 212-543-3200
Upcoming SlideShare
Loading in …5
×

Uni Training Singapore 07 08 V3

1,926 views

Published on

final version

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Uni Training Singapore 07 08 V3

  1. 1. Strategic Experiential Branding David Vinjamuri July 2008
  2. 2. What We Will Cover <ul><li>Building customer experience </li></ul><ul><ul><li>Brand experience building exercise </li></ul></ul><ul><li>The Branded Lifestyle </li></ul><ul><li>Building experiences with the five senses </li></ul><ul><li>Engaging customers - customer-created experiences </li></ul><ul><ul><li>Design a customer-run community </li></ul></ul><ul><li>Technology in Experiential Marketing </li></ul><ul><ul><li>Online community exercise </li></ul></ul><ul><li>Engaging employees in delivering the brand promise </li></ul><ul><ul><li>Design an employee-branded program for your brand </li></ul></ul><ul><li>Six brand lessons from Accidental Brands </li></ul>Day I Day II
  3. 3. What is Experiential Branding? <ul><li>Engaging experiences created by marketers for your brand </li></ul><ul><ul><ul><li>Ralph Lauren Flagship Store, NYC </li></ul></ul></ul><ul><ul><ul><li>The World of Coke </li></ul></ul></ul><ul><ul><ul><li>Massage Chairs in Brookstone </li></ul></ul></ul><ul><li>Extending your brand into the customers’ life </li></ul><ul><ul><ul><li>Martha Stewart Houses </li></ul></ul></ul><ul><ul><ul><li>Branny Academy </li></ul></ul></ul><ul><li>Engaging all the senses – choreograph the brand experience </li></ul><ul><li>Getting customers to build experiences </li></ul><ul><li>Brand building through employees </li></ul>
  4. 4. Building Customer Experiences
  5. 5. Questions <ul><li>How do I build branded experiences for my customers? </li></ul><ul><li>How does brand engagement translate to increased brand loyalty? </li></ul><ul><li>How do I ensure these experiences are consistent with my brand strategy? </li></ul><ul><li>How do I measure the marketing ROI? </li></ul><ul><li>What are examples if successful brands using brand experiences? </li></ul>
  6. 6. Goal of Experiential Branding?  INCREASE BRAND EQUITY
  7. 7. What is Brand Equity?
  8. 8. Questions <ul><li>Reduced Marketing Costs </li></ul><ul><li>Trade Leverage </li></ul><ul><li>Attracting New Customers </li></ul><ul><ul><li>Create Awareness </li></ul></ul><ul><ul><li>Reassurance </li></ul></ul><ul><li>Time to Respond to Competitive Threats </li></ul><ul><li>Anchor to Which Other Associations can be Attached </li></ul><ul><li>Familiarity - Liking </li></ul><ul><li>Signal of Substance / Commitment </li></ul><ul><li>Brand to be Considered </li></ul><ul><li>Reason to Buy </li></ul><ul><li>Differentiation / Position </li></ul><ul><li>Price </li></ul><ul><li>Channel Member Interest </li></ul><ul><li>Extensions </li></ul><ul><li>Help Process / Retrieve Information </li></ul><ul><li>Reason-to-Buy </li></ul><ul><li>Create Positive Attitude / Feelings </li></ul><ul><li>Extensions </li></ul><ul><li>Competitive Advantage </li></ul>Brand Loyalty Brand Awareness Perceived Quality Brand Associations Other Propriety Brand Assets BRAND EQUITY <ul><li>Provides Value to Customer by Enhancing Customer’s: </li></ul><ul><ul><li>Interpretation / Processing of Information </li></ul></ul><ul><ul><li>Confidence in Purchase Decision </li></ul></ul><ul><ul><li>Use Satisfaction </li></ul></ul><ul><li>Provides Value to Firm by Enhancing: </li></ul><ul><ul><li>Efficiency and Effectiveness of Marketing Programs </li></ul></ul><ul><ul><li>Brand Loyalty </li></ul></ul><ul><ul><li>Prices / Margins </li></ul></ul><ul><ul><li>Brand Extensions </li></ul></ul><ul><ul><li>Trade Leverage </li></ul></ul><ul><ul><li>Competitive Advantage </li></ul></ul>Credit: David A. Aaker, Managing Brand Equity
  9. 9. Brand Equity: McDonalds
  10. 10. Brand Attributes PRODUCT ATTRIBUTES FUNCTIONAL BENEFITS EMOTIONAL BENEFITS PERSONALITY ICONS
  11. 11. 1. Product Attributes <ul><li>Quick Serve </li></ul><ul><li>Consistent </li></ul><ul><li>Eat-in / Take-out </li></ul><ul><li>Counter / Drive-thru </li></ul><ul><li>Popular, basic items ( burgers, fries ) </li></ul><ul><li>Inexpensive </li></ul><ul><li>Lots of locations </li></ul>
  12. 12. 2. Functional Benefits <ul><li>Save time </li></ul><ul><li>Satisfy hunger and thirst </li></ul><ul><li>Whole family can enjoy </li></ul><ul><li>Get toys in addition to food </li></ul><ul><li>Don’t spend a lot of money </li></ul>
  13. 13. 3. Emotional Benefits <ul><li>No hassles </li></ul><ul><li>No surprises </li></ul><ul><li>Safe haven </li></ul><ul><li>Treat / break from busy day </li></ul><ul><li>Kids have fun </li></ul><ul><li>“ Hero” with my kids </li></ul>
  14. 14. 4. Personality / Values <ul><li>Happy </li></ul><ul><li>Kid-Friendly </li></ul><ul><li>Family-oriented </li></ul><ul><li>Simple, Basic </li></ul><ul><li>Trustworthy </li></ul><ul><li>Community oriented </li></ul><ul><li>American </li></ul>
  15. 15. 5. Icons <ul><li>Golden arches </li></ul><ul><li>Red and Yellow colors </li></ul><ul><li>Ronald McDonald </li></ul><ul><li>Playgrounds </li></ul><ul><li>Happy Meals </li></ul><ul><li>Big Mac </li></ul>
  16. 16. Case Study: Red Bull
  17. 17. <ul><li>“ The thin color is unappetizing” </li></ul><ul><li>“ It tastes sticky in my mouth” </li></ul><ul><li>“ Totally disgusting” </li></ul>What Consumers Said
  18. 18. <ul><li>“ Totally unappetizing … sticky .. disgusting … No other new product has ever failed this convincingly” </li></ul><ul><li>- NPD Market Research report on first use test of Red Bull, 1984 </li></ul>Market Research Results
  19. 19. <ul><li>Dietrich Mateschitz founds company 1984 </li></ul><ul><li>Bad research results </li></ul><ul><li>Huge disputes with Austrian FDA </li></ul><ul><li>Ad Agency cannot come up with a single good campaign idea </li></ul><ul><li> A GOOD TIME TO GIVE UP?? </li></ul>Getting the Bull Out
  20. 20. <ul><li>Launches in Austria in 1987 </li></ul><ul><li>8x the price of Coke </li></ul><ul><li>Positioned as a ‘cool’ stimulant (Viagra in a bottle) </li></ul><ul><li>Used regulatory trouble to create a big myth </li></ul>Launch
  21. 21. <ul><li>“ It took five years to gain permission for export into Germany, Red Bull’s second market… Initially, Munich became a flourishing black market and speculation started why the drink was illegal in Germany: Was it speed-in-a-can, a legal drug? Was its Taurine sourced from Bull’s testicles, making Red Bull an over-the-counter Viagra?” </li></ul>The Red Bull Myth
  22. 22. <ul><li>German moms united after Red Bull launched there in 1992 to get it banned again … </li></ul><ul><li> </li></ul><ul><li>… making it wildly popular with teenagers </li></ul><ul><li>Red Bull sold out everywhere in first three months on market … </li></ul><ul><li>… Which made it even more popular </li></ul>Building the Myth
  23. 23. <ul><li>“ Here is a non-alcoholic product about as caffeinated as a cup of coffee – that’s managed to acquire a reputation as a surefire wild-times elixir … a party drink, a stimulant, an aphrodisiac, a raver’s ‘smart drink’ gone mainstream. The strategy is rumor by omission and, only when absolutely necessary, denial … the public has filled in the blanks with speculation and innuendo.” </li></ul>The Press and the Myth
  24. 24. <ul><li>The taste becomes a selling point. </li></ul><ul><li>It tastes so strong – it must be working. </li></ul><ul><li>Red Bull is always sold as a functional drink – it makes you work better. </li></ul><ul><li>“ The Taste Doesn’t Matter” - Mateschitz </li></ul>What About That Taste?
  25. 25. <ul><li>Lots of sampling at the ‘right places’ </li></ul>German Marketing
  26. 26. <ul><li>“ Flugtag” – German Flying Day </li></ul>German Marketing
  27. 27. <ul><li>60 aspiring DJ’s invited to Music Academy </li></ul>German Marketing
  28. 28. <ul><li>Bartenders created the ‘Stoli Bully’ </li></ul>German Marketing =
  29. 29. <ul><li>Every employee has to be an enthusiast </li></ul><ul><li>Every vendor is a believer </li></ul><ul><li>Don’t waste time on non-believers </li></ul><ul><li>Believe that they are the underdog </li></ul>The Red Bull Culture
  30. 30. The Red Bull Rules Out of Reach Logos for All Merchandising Don’t Pay Them Pay for Celebs Celebrities High Quality Limited Widespread Sampling Limit Availability Broad Availability Distribution Want ‘Right’ People Want Everyone Targeting Support Role Only Launches Brand Advertising Functional Aspirational Positioning Red Bull Rules Marketing Rules Issue
  31. 31. <ul><li>Focus on Building Brand Enthusiasts as Partners: </li></ul><ul><ul><li>Bar staff </li></ul></ul><ul><ul><li>Cab drivers </li></ul></ul>Launching in New York
  32. 32. <ul><li>Used exclusivity as a weapon </li></ul><ul><ul><li>On-premise sales followed sampling </li></ul></ul><ul><ul><li>Limited Retail distribution for years </li></ul></ul><ul><li>Sampling in situ is the key tactic </li></ul><ul><ul><li>Always provide a full, sealed can for sampling </li></ul></ul>Launching in New York
  33. 33. <ul><li>Launched Red Bull in Austria in 1987 </li></ul><ul><li>Expanded to Germany in 1992 </li></ul><ul><li>Sold in 100 Companies in 2004 </li></ul><ul><li>Over 1 Billion Cans Consumed Annually </li></ul>21-Year Report Card
  34. 34. 5 Lessons from Red Bull <ul><li>Size is a by-product of success, not success itself </li></ul><ul><li>Build enthusiasts, not just brand users </li></ul><ul><li>Unmet demand is not always bad </li></ul><ul><li>Everyone, including suppliers, must personify the Brand </li></ul><ul><li>Overnight success takes time </li></ul>
  35. 35. Consistency <ul><li>Evaluate your brand </li></ul><ul><ul><ul><li>Expert Brand </li></ul></ul></ul><ul><ul><ul><li>Insider Brand </li></ul></ul></ul><ul><ul><ul><li>Lifestyle Brand </li></ul></ul></ul><ul><ul><ul><li>Challenges Brand </li></ul></ul></ul><ul><li> What kind of experience will build your brand? </li></ul>
  36. 36. Measuring the Benefits of Branded Experiences <ul><li>Top of mind unaided brand awareness </li></ul><ul><li>NPV (Net Present Value) </li></ul><ul><li>IRR (Internal Rule of Return) </li></ul><ul><li>The Brand Scorecard – can include share, awareness, etc. </li></ul><ul><li>The One Number You Need to Grow (handout) </li></ul><ul><li>Basic ROI </li></ul>
  37. 37. Case Study: American Express http://www.askmrcreditcard.com/americanexpressnyccard.html http://www.pollingcompany.com/cms/files/2005%20INNYC%20Survey%20Press%20Release.pdf
  38. 38. Case Study: The Range Rover Experience Cost of Experience Customer Fee Increase in Purchase Interest Increase in Customer Lifetime Value
  39. 39. Case Study: The Magic Kingdom <ul><li>Created by a movie studio </li></ul><ul><li>Very early Brand Experience (1957) </li></ul><ul><li>Idea from successful studio tour </li></ul><ul><li>Idea was to immerse </li></ul><ul><li>consumers in the Disney Brand – let the movies come alive </li></ul>
  40. 40. Case Study: Sony Style <ul><li>How do I showcase innovation? </li></ul><ul><li>How do I get consumers to see my whole line? </li></ul><ul><li>How can I make this an experience? </li></ul>
  41. 41. Brand Manager Tips <ul><li>Think small first – don’t set yourself up for failure </li></ul><ul><li>Consider psychographic success measures – attitudes matter! </li></ul><ul><li>Evaluate partners carefully </li></ul><ul><li>Monitor costs closely </li></ul><ul><li>Have a disaster plan </li></ul>
  42. 42. <ul><li>Team up in groups of 4 </li></ul><ul><li>Pick an Asian / Global Brand </li></ul><ul><li>Okay to use a brand you work on </li></ul><ul><li>Design a brand experience </li></ul><ul><li>Present Plan –Rationale, Plan, Resources Needed, Measurement </li></ul><ul><li>45 minutes </li></ul>Exercise: Brand Experience
  43. 43. The Branded Lifestyle
  44. 44. <ul><li>How can we increase consumer involvement with our brands? </li></ul><ul><li>How can I extend brand awareness past traditional usage boundaries? </li></ul><ul><li> Create a branded lifestyle </li></ul><ul><li> Works for Lifestyle brands </li></ul>Challenge
  45. 45. <ul><li>How can you bring your brand to other parts of your customer’s life? </li></ul><ul><li>Where will your brandy equity be strongest? </li></ul><ul><li>When can this elevate the brand? </li></ul>The Branded Lifestyle
  46. 46. <ul><li>Martha Stewart </li></ul><ul><ul><li>American icon </li></ul></ul><ul><ul><li>Domestic expert </li></ul></ul><ul><ul><li>Seeks perfection </li></ul></ul><ul><ul><li>Memorable experiences </li></ul></ul><ul><li>Martha Stewart Homes </li></ul><ul><ul><li>Design for everyday people </li></ul></ul><ul><ul><li>Sense of style in the suburbs </li></ul></ul><ul><ul><li>Great brand awareness </li></ul></ul>Martha Stewart Homes
  47. 47. <ul><li>Bulgari </li></ul><ul><ul><li>Jewelry </li></ul></ul><ul><ul><li>Fashionable </li></ul></ul><ul><ul><li>Elegant </li></ul></ul><ul><ul><li>Established </li></ul></ul><ul><li>Bulgari Hotels and Resorts </li></ul><ul><ul><li>Luxurious </li></ul></ul><ul><ul><li>Elegant </li></ul></ul><ul><ul><li>Design-driven </li></ul></ul><ul><ul><li>Exclusive </li></ul></ul>Bulgari Hotels and Resorts
  48. 48. <ul><li>Ikea </li></ul><ul><ul><li>Better living by saving money </li></ul></ul><ul><ul><li>Sensible design = Scandinavian design </li></ul></ul><ul><ul><li>Goes with starter homes </li></ul></ul><ul><li>Boklok House </li></ul><ul><ul><li>Good quality, cheaper </li></ul></ul><ul><ul><li>Design is Ikea </li></ul></ul><ul><ul><li>Elevates branding </li></ul></ul>Ikea Houses
  49. 49. <ul><li>Disney </li></ul><ul><ul><li>Kid-focused </li></ul></ul><ul><ul><li>Family-friendly </li></ul></ul><ul><ul><li>Traditional values </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><li>Celebration, FL </li></ul><ul><ul><li>Traditional values </li></ul></ul><ul><ul><li>Family-oriented </li></ul></ul><ul><ul><li>Walk, not drive </li></ul></ul><ul><ul><li>9000 residents </li></ul></ul>Celebration, Florida
  50. 50. Building Experiences with Five Senses
  51. 51. <ul><li>Much of today’s branding relies overwhelmingly on SIGHT </li></ul><ul><li>Opportunities: </li></ul><ul><ul><ul><li>Sound - Is there a distinctive sound associated with your brand? ( Intel) </li></ul></ul></ul><ul><ul><ul><li>Smell – Do customers link a smell to your brand? (Rolls Royce) </li></ul></ul></ul><ul><ul><ul><li>Taste – Does your brand evoke a taste? (Colgate, Listerine) </li></ul></ul></ul><ul><ul><ul><li>Touch – Can you identify the brand with your fingers? (Coca-Cola) </li></ul></ul></ul>Sensory Branding
  52. 52. Sensory Utilization Credit: Millward Brown 63.8 Coca-Cola 13 65.0 Absolut Vodka 12 67.5 Nike 11 68.8 Harley-Davidson 10 70.0 Nokia 9 71.3 Bang & Olufsen 8 72.5 Louis Vuitton 7 73.8 Tiffany 6 75.0 Marlboro 5 78.8 Mercedes-Benz 4 87.6 Disney 3 91.3 Apple 2 96.3 Singapore Airlines 1 58.8 Prada 17 60.0 Starbucks 16 61.3 Pepsi 15 62.5 Gilette 14 55.0 Rolls-Royce 20 56.3 Guinness 19 57.5 Caterpillar 18 Sensory Leverage (in %) Brand Rank
  53. 53. Sensory Potential Credit: Millward Brown 35.0 Nescafe 13 33.8 Barbie 12 33.8 Philips 11 33.8 Microsoft 10 32.5 Kleenex 9 32.5 McDonald’s 8 31.3 Burger King 7 31.3 Sony 6 31.3 Adidas 5 28.8 KFC 4 26.3 Virgin 3 25.0 Motorola 2 23.8 Ikea 1 42.5 Wrigley 17 41.3 AOL 16 40.0 Kodak 15 36.3 Nintendo 14 46.3 Ford 20 45.0 IBM 19 43.8 Colgate 18 Sensory Leverage (in %) Brand Rank
  54. 54. <ul><li>1973 – Singapore Girl </li></ul><ul><ul><li>Uniform </li></ul></ul><ul><ul><li>Make-up </li></ul></ul><ul><ul><li>Perfume </li></ul></ul><ul><li>1990s – Hot Towel Sent (Stefan Floridian waters) </li></ul><ul><li>1990s – music in lounges </li></ul>Case Study : Singapore Airlines
  55. 55. Five-Dimensional Brand Model SMELL TOUCH SIGHT SOUND TASTE SINGAPORE AIRLINES
  56. 56. Five-Dimensional Brand Model SMELL TOUCH SIGHT SOUND TASTE COLGATE
  57. 57. Five-Dimensional Brand Model SMELL TOUCH SIGHT SOUND TASTE INTEL
  58. 58. The Sensory Brand Pyramid <ul><li>Stimulate: Create interest or anticipation with senses – the smell of warm bread, the sound of a can of Coke opening </li></ul><ul><li>Enhance: Use sense to intensify the brand experience – the smell of a Rolls Royce </li></ul><ul><li>Bond: Link a sensory input permanently to the brand – Singapore Airlines cabin scent and music </li></ul>Stimulate Enhance Bond
  59. 59. <ul><li>Digital Video Recorder </li></ul><ul><li>Strong competition </li></ul><ul><li>Strong loyalty </li></ul><ul><li>Used </li></ul><ul><ul><li>Touch – feel of remote </li></ul></ul><ul><ul><li>Sound – sound of thumbs-up and thumbs-down button </li></ul></ul><ul><ul><li>Sight – Thumbs-up/down </li></ul></ul>Case Study : TiVo
  60. 60. <ul><li>What is new car smell ? </li></ul><ul><li>Every new Mercedes smells the same </li></ul><ul><li>The smell is patented </li></ul><ul><li>It lasts for 6 weeks on average </li></ul>Case Study : Mercedes Benz
  61. 61. <ul><li>Does your brand leverage the maximum number of senses for your industry? </li></ul>Sensory Audit 3 FMGG Financial Services E-Commerce Service Providers 4 2 5 Hospitality Entertainment Retail Telecommunication e-Commerce (Digital Service) 6
  62. 62. Customer Engagement in Brand Experience
  63. 63. <ul><li>1990s </li></ul><ul><li>Subculture of Barbie-loving adults starts running Barbie Fashion Shows </li></ul><ul><li>Artists and designers join this movement </li></ul><ul><li>Subversive designs include “Trailer Trash Barbie” and “Big Dyke Barbie” </li></ul><ul><li>Mattel sues fans </li></ul><ul><li>Mattel loses </li></ul><ul><li>Barbie loses cache, Mattel goes into slump and never recovers </li></ul>Case Study : Barbie
  64. 64. <ul><li>Early Target: </li></ul><ul><li>Internet junkies </li></ul><ul><li>Horror finatics </li></ul><ul><li>Film buffs </li></ul><ul><li>Message: </li></ul><ul><li>Did the Blair Witch exist? </li></ul><ul><li>Did 3 film students die in the woods trying to find her? </li></ul><ul><li>Was “Blair Witch” a snuff film? </li></ul><ul><li>Result: </li></ul><ul><li>Consumers took over marketing </li></ul><ul><li>Gossip spread message </li></ul>Case Study : The Blair Witch Project
  65. 65. Case Study : The Blair Witch Project <ul><li>Comic book, CD, and book released </li></ul><ul><li>Limited distribution creating long lines and great PR </li></ul><ul><li>Introduced at Sundance during midnight screening </li></ul>The rumor spreads Breeding the Myth <ul><li>90% of advertising budget spent during this phase </li></ul><ul><li>Debuts at NYC’s Angelika Film Center </li></ul>Switching message from myth to movie Growing the Myth <ul><li>Wide-release in 2,000+ theaters </li></ul>Limited Release Seeding the Myth Mass Release Becoming the “Next Big Thing” Building Momentum <ul><li>Trailers shown on Ain’t It Cool, MTV and after Star Wars movie </li></ul><ul><li>Team spreads misinformation and drives traffic to website </li></ul><ul><li>The rumor of the missing students was planted </li></ul><ul><li>Media jumps on bandwagon, appear on cover of Time magazine </li></ul><ul><li>Mentioned on Ain’t It Cool News website </li></ul><ul><li>Blair Witch website goes live </li></ul><ul><li>They show 8 minutes of footage claiming that it was found in the woods </li></ul><ul><li>Web site gets 650,000 hits a day </li></ul><ul><li>Pre-screened at 40 colleges with students, but not with critics </li></ul><ul><li>Pierson invites viewers to debate the rumor online </li></ul><ul><li>Myrick and Sanchez appear on John Pierson’s Split Screen Show </li></ul><ul><li>Film racks up $224 million at the box office </li></ul><ul><li>Advertising starts in phases: print, radio, and then TV </li></ul><ul><li>Artisan buys distribution rights for $1 million </li></ul><ul><li>Second clip is shown on Split Screen Show </li></ul>Rumor starts <ul><li>Add more “evidence” to the website – created fake fan sites </li></ul><ul><li>Curse of the Blair Witch “mockumentary” airs on SciFi Channe; </li></ul>LAUNCHING THE FILM ANTICIPATING THE FILM CREATING THE MYTH
  66. 66. <ul><li>H.O.G.s </li></ul><ul><li>400,000 members in 1,000 chapters </li></ul><ul><li>Assisted, not controlled by Harley </li></ul><ul><li>Organize rides and rallies </li></ul><ul><li>Have a voice in the company </li></ul><ul><li>Saved Harley in the 1980s during the Japanese Superbike invasion </li></ul>Case Study : Harley Owner’s Group
  67. 67. <ul><li>2005 – Sprint contacts 1000 influential bloggers </li></ul><ul><li>Offers them phones and free service for 6 months </li></ul><ul><li>Gives them a forum to submit feedback </li></ul><ul><li>Stays otherwise hands-off </li></ul>Case Study : Sprint Ambassador Program
  68. 68. Brand Loyalty Ladder <ul><li>Brand “Recruitment Process” to gain loyal and involved consumers. </li></ul>Adoption Trial Reconsideration Retrial Discovery Recommendation/ Raving Fan
  69. 69. <ul><li>Mindstorm is toy with computer controller </li></ul><ul><li>Targeted at teen boys </li></ul><ul><li>Has adult geek-programmer fan base </li></ul><ul><li>Reaches out to 3 fans </li></ul><ul><li>Gets them to help design the next generation of products </li></ul>Case Study : Lego Mindstorm
  70. 70. A Brand to Last Forever
  71. 71. <ul><li>Groups of 4 </li></ul><ul><li>Pick an Asian / Global Brand (can be yours) </li></ul><ul><li>Design a brand community </li></ul><ul><ul><ul><li>Why will people participate? </li></ul></ul></ul><ul><ul><ul><li>What makes it interesting? </li></ul></ul></ul><ul><ul><ul><li>What makes it unique? </li></ul></ul></ul><ul><li>Present Plan </li></ul><ul><li>45 minutes </li></ul>Exercise: Brand Community
  72. 72. Technology in Experimental Marketing
  73. 73. <ul><li>Changes in how consumers interact with brands on the internet </li></ul><ul><li>Online – co-creation and co-marketing </li></ul><ul><li>Online community </li></ul><ul><li>Online customization </li></ul>What We Will Cover
  74. 74. Internet Penetration by Access Technology Source: eMarketer
  75. 75. Visitors to MySpace by Age Source: comScore Media Metrix, via eMarketer AGES MYSPACE VISITORS TOTAL INTERNET 12-17 11.9% 9.6% 18-24 18.1 11.3 25-34 16.7 14.5 35-54 40.6 38.5 55+ 11.0 18.0 Unique Visitors (000) 55,778 173,407
  76. 76. Consumers and Brands Online
  77. 77. Consumers are taking control
  78. 78. … but what does it actually mean?
  79. 79. Co-Creation is a business
  80. 80. Co-Creation has risks
  81. 81. Rules of the Road for Co-Creation <ul><li>Don’t risk it for brands with high negatives </li></ul><ul><li>Don’t try to squelch bad PR </li></ul><ul><li>Watch closely and respond quickly </li></ul><ul><li>Give consumers a chance to be creative </li></ul><ul><li>Mind the details </li></ul>
  82. 82. The Real Co-Creation
  83. 83. The Real Co-Creation
  84. 84. Online Communities
  85. 85. What is a community?
  86. 86. What does a community do? TRADE COOPERATE SOCIALIZE PROTECT What other functions?
  87. 87. Why Basic Economic Theory Kills Community Mobility of Labor These are the top 50 fastest-growing markets in the U.S., ranked in order of growth, according to the 2000 Census Source: http://www1.move.com/Finance/Census/Top50MSAs.asp?poe=realtor
  88. 88. Why Online Communities Exist SHARED INTEREST TRADE THINGS NEED FOR INFORMATION FIND A PARTNER
  89. 89. Why Do Some Communities Succeed and Others Fail?
  90. 90. Other Lessons For Communities <ul><li>Ability to coexist with neighbors </li></ul><ul><li>Understanding and use of limited resources </li></ul><ul><li>Cohesiveness </li></ul>
  91. 91. Other Lessons For Communities <ul><li>Meet mutual needs </li></ul><ul><li>Provide security </li></ul><ul><li>Coexist with external environment </li></ul><ul><li>Cohesive organization </li></ul><ul><li>Address problems of the commons </li></ul>
  92. 92. Types of Online Communities
  93. 93. The Clique <ul><li>Small </li></ul><ul><li>Exclusive </li></ul><ul><li>Anti-Establishment </li></ul>
  94. 94. The Network <ul><li>Large </li></ul><ul><li>Move information quickly </li></ul><ul><li>Loose Affiliation </li></ul>
  95. 95. The Cult <ul><li>Rituals </li></ul><ul><li>Belief system </li></ul><ul><li>Levels of Access </li></ul>Q: Do you belong to an online cult community?
  96. 96. The Nation <ul><li>Egalitarian </li></ul><ul><li>Sovereign </li></ul><ul><li>Driven by a cause </li></ul>
  97. 97. Exercise <ul><li>Divide up by computers - 1 instruction card per person </li></ul><ul><li>Go to this URL: www.handcraft.ning.com </li></ul><ul><li>Create an online profile (1 profile for each group) </li></ul><ul><li>Note your: </li></ul><ul><ul><ul><li>Area of expertise </li></ul></ul></ul><ul><ul><ul><li>Information needs </li></ul></ul></ul><ul><ul><ul><li>Desire(s) </li></ul></ul></ul><ul><li>Try to get your information, needs and desires met </li></ul><ul><li>No talking - all communication must be through the social network </li></ul>
  98. 98. Roles of an Online Community Talking Energizing Embracing Support Listening
  99. 99. Listening <ul><li>Community become online research </li></ul><ul><li>Qualitative and quantitative </li></ul><ul><li>Allows deep interaction </li></ul><ul><li>Empowers consumers </li></ul>
  100. 100. Talking <ul><li>Active discussions around your product </li></ul><ul><li>Initiation of “non-converts” </li></ul><ul><li>Creating media for community </li></ul>Lessons Use Text Mining
  101. 101. Energizing <ul><li>Get members to stimulate word of mouth </li></ul><ul><li>Seek member creativity </li></ul><ul><li>Build excitement </li></ul>
  102. 102. Support <ul><li>Help customers get answers </li></ul><ul><li>Allow customers to help each other </li></ul>
  103. 103. Embracing <ul><li>Bringing consumers in at the next level </li></ul><ul><li>Co-design </li></ul><ul><li>Joint-planning </li></ul>
  104. 104. Starting an Online Community
  105. 105. Key Steps: Community Building <ul><li>Agree of measures of progress </li></ul><ul><ul><li>Should be deeper than just members or pageviewers </li></ul></ul><ul><li>Make the space flexible </li></ul><ul><ul><li>Members need to be able to create topics of discussions </li></ul></ul><ul><li>Create standards of behavior </li></ul><ul><ul><li>Have a crisis plan in place </li></ul></ul><ul><ul><li>Quick decisions on troublemakers </li></ul></ul><ul><li>Plan for hidden costs </li></ul>
  106. 106. Hidden Costs of a Community <ul><li>Advertising and “kick start” </li></ul><ul><li>Ongoing content creation </li></ul><ul><li>Community management </li></ul><ul><li>Crisis Management </li></ul>
  107. 107. Tips for growing online communities <ul><li>Start provocative conversations </li></ul><ul><li>Monitor and stay engaged </li></ul><ul><li>Identify: </li></ul><ul><ul><ul><li>Influentials </li></ul></ul></ul><ul><ul><ul><li>Hot topics </li></ul></ul></ul><ul><ul><ul><li>Trouble Makers </li></ul></ul></ul><ul><li>Create program for brand evangelists </li></ul><ul><ul><ul><li>Extra access </li></ul></ul></ul><ul><ul><ul><li>Training </li></ul></ul></ul><ul><ul><ul><li>Early information </li></ul></ul></ul><ul><li>Create applications for existing social networks </li></ul>
  108. 108. A Case Study: Brooklyn Museum <ul><li>Situation: 2006 </li></ul><ul><ul><li>Brooklyn Museum needs to attract and retain more visitors </li></ul></ul><ul><ul><li>User base is young and internet-savvy </li></ul></ul><ul><ul><li>Museum is moving content online </li></ul></ul><ul><ul><li>No budget for online initiatives </li></ul></ul><ul><li>Steps: </li></ul><ul><ul><li>Created cellphone tour of new exhibit </li></ul></ul><ul><ul><li>Created a graffiti mural wall  Flickr site for graffiti wall </li></ul></ul><ul><ul><li>Created online graffiti drawing projects </li></ul></ul><ul><ul><li>Created a podcast </li></ul></ul><ul><ul><li>Used MySpace collaborating with popular MySpace artist to get word out on exhibition </li></ul></ul><ul><ul><li>Created “Community” on Brooklyn Museum website </li></ul></ul>
  109. 109. Thoughts on Online Communities <ul><li>Community First, Marketing Second </li></ul><ul><li>Don’t underestimate ongoing maintenance costs </li></ul><ul><li>Be ready for detractors </li></ul><ul><li>Stimulate the community </li></ul><ul><li>Be flexible about where your community migrates </li></ul>
  110. 110. Online Customization
  111. 111. The Old Paradigm is WWW <ul><li>Comprehensive </li></ul><ul><li>Brilliant </li></ul><ul><li>Exhausting!! </li></ul>
  112. 112. New Paradigm - My Web
  113. 113. RSS Pulls Content To ME
  114. 114. Exercise: Create iGoogle, My Yahoo Page <ul><li>Divide into groups (1 group per computer) </li></ul><ul><li>Go to www.my.yahoo.com or www.google.com/ig </li></ul><ul><li>Set up a page that will: </li></ul><ul><ul><li>Track Merchant News </li></ul></ul><ul><ul><li>Keep you up to date with marketing blogs </li></ul></ul><ul><ul><li>Give you news </li></ul></ul><ul><ul><li>Allow you to read other favorite sites or blogs </li></ul></ul><ul><ul><li>Make sure you pull in at least 2 RSS feed sites </li></ul></ul>
  115. 115. Widgets Customize My Desktop
  116. 116. I use IM for work …
  117. 117. The Brand Adoption Model Adoption Trial Reconsideration Retrial Discovery Recommendation/ Raving Fan
  118. 118. Engaging Employees in Delivering the Brand Promise
  119. 119. <ul><li>They know your brand best </li></ul><ul><li>They are invested </li></ul><ul><li>Their opinion can greatly damage you if negative </li></ul><ul><li>Improving their opinion strengthens the brand </li></ul><ul><li>They must understand the brand promise to deliver it </li></ul>Why Think About Employees?
  120. 120. <ul><li>They know your brand best </li></ul><ul><li>They are invested </li></ul><ul><li>Their opinion can greatly damage you if negative </li></ul><ul><li>Improving their opinion strengthens the brand </li></ul><ul><li>They must understand the brand promise to deliver it </li></ul>Why Think About Employees?
  121. 121. <ul><li>Early News </li></ul><ul><li>Discounts </li></ul><ul><li>Tell-a-friend bonuses </li></ul><ul><li>Exclusive access </li></ul>The Employee as Brand Insider
  122. 122. <ul><li>New Tagline in 1998? – “The Best Cancer Care Anywhere” </li></ul><ul><li>Promise failed </li></ul><ul><li>Meaning of “care” </li></ul><ul><li>Retained support staff </li></ul><ul><li>The Janitor Incident </li></ul>Case Study : Memorial-Sloan Kettering
  123. 123. <ul><li>Train them in Brand Positioning </li></ul><ul><li>Entrust them with positioning statement </li></ul><ul><li>Use professionals to train </li></ul><ul><li>Focus on the lesson – everything affects the brand </li></ul><ul><li>Build branding skills among employees </li></ul>Training Employees
  124. 124. <ul><li>Focus on behavior, not attitude </li></ul><ul><li>Describe specific examples </li></ul><ul><li>Illustrate the negative impact on the brand </li></ul><ul><li>Consider giving a PTO (paid time off) leave </li></ul><ul><li>Ask for a new commitment </li></ul>Dealing with Negative Employees http://gothamist.com/2008/01/04/starbucks_baris.php http://www.cnn.com/2008/LIVING/wayoflife/03/27/heroes.andersen/index.html Vs.
  125. 125. <ul><li>Groups of 4 </li></ul><ul><li>Design an employee marketing program </li></ul><ul><li>Explain employee benefits and employee responsibility </li></ul><ul><li>Explain costs and potential revenue/costs savings </li></ul><ul><li>45 minutes </li></ul>Exercise
  126. 126. Six Brand Lessons from Entrepreneurs
  127. 128. X X X
  128. 130. What is an Accidental Brand?
  129. 131. X <ul><li>Must be started by someone with no formal marketing training </li></ul>
  130. 132. 2. Must solve their own problem
  131. 133. 3. Brands 10+ years old
  132. 139. Six Lessons from Accidental Brands
  133. 140. Do Sweat the Small Stuff #1
  134. 141. Memory: 20 GB 20 GB Songs: ~ 4500 ~4500 iPod Second Generation July 2002 Creative NOMAD Jukebox Zen June 2002 http://docs.info.apple.com/article.html?artnum=61688-en http://www.mp3newswire.net/stories/2002/nomadzen.html
  135. 144. Pick a Fight #2
  136. 148. Be Your Own Customer #3
  137. 152. Am I being polite? Did I offer to carry her bags?
  138. 153. I’m not giving him my bags. Do I have to tip him?
  139. 154. Did I greet the customer with his name? Do we have his loyalty program number?
  140. 155. Did I do something wrong? Why isn’t she making eye contact?
  141. 158. http://www.columbia.com/tv_ads/tv_ads.aspx
  142. 159. Be Unnaturally Persistent #4
  143. 161. Time to $100 Million in Revenue 22 years 21 years 10 years 8 years 4 years
  144. 162. Build a Myth #5
  145. 163. Μύθος (míthos) - Mythos * From μυθολογέω &quot;I tell tales,&quot; μυθολόγος &quot;legend,&quot; μῦθος &quot;story&quot; and λέγω &quot;I say&quot; * Definition : a usually traditional story of ostensibly historical events that serves to unfold part of the world view of a people or explain a practice, belief, or natural phenomenon λόγος - Logos * From λέγω - &quot;I say&quot; * Definition : the divine reason implicit in the cosmos, ordering it and giving it form and meaning. Mythology – a story with a lesson
  146. 166. Be Faithful #6
  147. 167. David Vinjamuri [email_address] 212-543-3200

×